At this year’s Expo world fair in Milan the theme was “feeding the planet, energy for life”. Ireland’s Pavilion celebrated Origin Green, Ireland’s world-leading sustainable food movement. TBWA Ireland helped create all kinds of interesting material, including this simple, cost-effective and unputdownable Google Cardboard piece, which transported thousands of users from the parched earth of Milan to the lush idyll of the Irish countryside. The Irish Pavilion was a huge success with visitors and critics alike, and won bronze for Ireland out of 145 countries.
